The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Events & Experiential
Annual ID
OS24_PR038M
About the Work
[Objectives]
Nissan aims to become the most innovative car brand with autonomous driving as their core technology.
However, ads that feature technology are more or less the same for all manufacturers and didn't resonate with our target audience. Our challenge was to approach autonomous driving technology from a radically new and innovative way.
[ Idea ]
We switched our focus from mobility to entertainment.
and we sought to disrupt tech demos by equipping mops with self-driving technology.
In 2022, we collaborated with the NBA to hack the halftime show.
Subverting all the spectators expecting a normal court cleanup, with a full on show with the ProPilot installed mops.
The experience not only captivated the audience who was at the game, but the footage filmed by spectators quickly went viral from the arena to around the world.
The mop was also featured in the 2023 World Cup Volleyball and Nissan showrooms.
Nissan's reputation for technology has been dramatically enhanced through an exciting performance on the big stage, rather than a boring tech demo. This fusion of technology and humanity is the exact the future that Nissan envisions.
Nissan aims to become the most innovative car brand with autonomous driving as their core technology.
However, ads that feature technology are more or less the same for all manufacturers and didn't resonate with our target audience. Our challenge was to approach autonomous driving technology from a radically new and innovative way.
[ Idea ]
We switched our focus from mobility to entertainment.
and we sought to disrupt tech demos by equipping mops with self-driving technology.
In 2022, we collaborated with the NBA to hack the halftime show.
Subverting all the spectators expecting a normal court cleanup, with a full on show with the ProPilot installed mops.
The experience not only captivated the audience who was at the game, but the footage filmed by spectators quickly went viral from the arena to around the world.
The mop was also featured in the 2023 World Cup Volleyball and Nissan showrooms.
Nissan's reputation for technology has been dramatically enhanced through an exciting performance on the big stage, rather than a boring tech demo. This fusion of technology and humanity is the exact the future that Nissan envisions.
2024 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\HAKUHODO Inc. / TOKYO
Production Company
BIRDMAN INC. / Tokyo
K.K.H.U / tokyo
TYO Inc. / Tokyo
Art Director
Yosuke Sugioka
Chief Creative Officer
Takahiro Hosoda
Copywriter
Ryo Kobayashi
Photographer
Naoya Toita
Narumi Watanabe
Ryusuke Watanabe
Producer
Kazuki Kimura
Shin Sekine
Rui Goto
Art Director / Designer
Shiguemoto Gabe
Cinematographer
Yusuke Kashiwazaki
Device Development Creative Director
Ryo Tsukiji
Music Producer / Composer
Hiroyuki Fujino
Senior Creative Director
Nobuhiro Arai
1st Camera
Shuya Kume
2nd Cameraman
Yohei Suzuki
Account Division Head
Shinsuke Inazumi
Account Executive
Ryusuke Taira
Ryotaro Kawaguchi
Riku Kurashita
Rikuto Yoshida
Yuki Futagami
Artistic Director
Hiroyoshi Uruma
Choreographer
Kenzo Masuda
Costume Designer
Hirosumi Saito
Creative Producer
Yutaka Sato
DEPUTY ACCOUNT DIVISION HEAD
Kunio Baden
Device Developer
Kana Yasue
Manae Shimizu
Yumi Nishida
Digital Imaging Technician
Hiroaki Abe
EXPERIENTIAL MARKETING PRODUCER
Kenji Kurosu
Integrated Marketing Director
Takanori Akahoshi
Movie Director
Satoshi Kuroda
Music Producer
Michinobu Takarada
Offline Editor
Hiroki Yamaoka
PR account
Aki Igarashi
Takahiro Otsuka
PR Director
Kaori Sonobe
PR Planner
Yukinobu Tanida
Production Manager
Megumi Tamano
Senior Account Director
Toshihiro Sekiya
Senior Experiential Marketing Director
Mineo Mori
Show Director
Taketatsu Nashimoto
SOCIAL PLANNER
Reiko Saito
Takuto Kawamura
Stage Manager
Michiko Tanaka
Strategic planner
Yuzuki Miyata
TECHNICAL DIRECTOR / DEVICE DEVELOPER
Takeru Kobayashi
Technical Project Manager
Ayaka Nagatomo
Takuya Kuwayama
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